We’re Not Really Strangers: the emotional resource in content marketing

Paulina Soini and Ignacio Pagliano
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Paulina Soini: Universidad Siglo 21, Licenciatura en Publicidad. Argentina
Ignacio Pagliano: Universidad Siglo 21, Licenciatura en Publicidad. Argentina

Netnography, 2023, vol. 1, 16-16

Abstract: The main purpose of this investigation was to understand why the social media users connect each other by using the content made on Tik Tok and Instagram, by the brand We’re Not Really Strangers, sharing their posts. We took for sample 20 posts, 10 from Tik Tok and 10 from Instagram, having consideration of the clues that made their viralization. After having this information, we proceed to the creation of an analysis chart. The results showed that they used the emotional advertising resource to create their post and then the invitation to spread them.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:netnog:2023v1a16

DOI: 10.62486/net202316

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